Rice Milk - Alternative Milk Segment’s Manna to the Vegans and Lactose Intolerants

The rice milk market is expected to observe a CAGR of 17.17% and is estimated to attain a total market size of US$2,619.954 million by 2024, increasing from US$1,012.838 million in 2018. Rice milk is a non-dairy milk alternative and is made out of boiled brown or white rice and is unsweetened but can be available in variants of flavors and sweetness.

Milk is an integral part of the diet of many cultures and plays a vital role in our lives when it comes to its contribution to our nutrition. It also has health-promoting properties. Nevertheless, other than bovine milk, nut-based milk like almond milk, coconut milk, hazelnut milk, pistachio milk, walnut milk, and even pecan milk; legume-based milk like peanut milk, lupin milk, and cowpea milk; seed-based milk like flax milk, hemp milk, sesame milk, and sunflower milk; cereal-based milk like corn milk, oat milk, rice milk and spelt milk is the go-to alt milk for the vegans and lactose intolerance. While some of the aforesaid Viz. soy milk has been around for more than a decade, others like oat milk have recently attained stardom in the occident. While others like rice milk are gaining currency and helping the plant-based milk market to be more diverse.

For individuals who are lactose intolerant as well as those who have a milk allergy, the rice milk market is poised to bring about relief to the aforementioned. Further, some have embraced the vegan lifestyle, they too are benefitting from rice milk and various derived products. It is known for its low-fat content and makes it a good substitute for other milk alternatives. It is also slightly foamy, nevertheless without being fortified it wouldn’t be so nutritious as bovine milk. Compare to milk derived from animals, rice milk is lighter and has more carbohydrates than cow’s milk. The calcium and protein content of cow’s milk is higher than that of rice milk. To this end, the commercially sold brands fortify the milk with calcium and protein in addition to vitamin B12, vitamin D, and iron. However, not all is great about rice milk. In the case of diabetics due to its high carbohydrate content, it may lead to a sudden sugar spike.

The driving factors catapulting the rice milk market to an unprecedented Zenith

Further, the rice milk market will also witness exponential growth due to the millennials and Generation Z who are relatively more health-conscious and prioritizes their values above quick thirst and hunger fixes. Their values also permeate the areas such as climate change and greenhouse gas emissions, soil acidification and eutrophication, i.e. environmental ramifications derived from dairy products that are significantly higher than that of rice milk production. Rice milk being available in naturally unsweetened form is the natural choice for these consumers as they are eagerly inclined to tackle sugar intake. This has also prompted various regulatory measures by the various governments of the world to regulate the sugar content of a variety of soft drink market. Like for example, UK introduced Soft Drinks Industry Levy (SDIL) according to which there were charges imposed on two tiers a0 for beverages containing sugar less than 5 grams per 100 ml, 18 p per liter will be charged and for beverages 8 grams or more 24 p will be charged. Despite milk drinks are currently excluded from this measure, it has created an environment that is conducive for the profusion of plant-based milk, especially rice milk products. This will also help in adding variation to the food and beverage industry and propel the marked shift from traditional taste and preferences for food and beverage. Further, the increasing preference for the functionality of beverages is also an important factor that’ is expected to propel the growth of the rice milk market. In this manner, the players in the market will be successfully catering to benefits and ethical values the two recent dimensions along with those of convenience, identity, taste, and value.

Speaking of a marked shift in taste, in 2018 the Italian dairy company Koita Foods, based in Dubai, has added vegan milk alternatives to its portfolio of products and with this decision, the company was eager to enter the milk-free market with rice milk, among others. This decision is also based on the consideration that every consumer’s nutritional requirement is different. Further, another ‘brand Rice Dream has also gained quite a lot of fa following among the families that are allergic to milk. The other products in the rice milk market are inclusive of but not limited to 365 Everyday Value Rice Milk by Wholefood Market, Alpro Rice Dolce by Danone, DREAM® range by Hain Celestial, (Canada), Rice Milk Unsweetened by Vitasoy, (Australia) as well as Trader Joe's Rice Drink (USA) are few of the milk brands pertaining to rice milk market. Further, consumers who have nut-based allergy also prefer rice milk over other plant-based milk.

Plausible restraint that can hinder the growth of the rice milk market

The rising tide of vegan consumers has led to a diversification of the food and beverage industry and resulted in a profusion of a variety of alternative milk derived from a variety of sources. For example, the DMK Group, largest German dairy cooperative with brands such as Milram, Humana, Uniekaas or Alete had in 2019 started exploring the alternative milk segment and express this interest in their mission statement called Vision 2030. Again, in the same year, Danish plant-based food brand Naturli’ Foods’ oat-milk and butter were introduced by IKEA. This partnership between the two firms is based on the recognition of the fact that plant-based products are picking up steam as veganism goes mainstream. This is also another way of sustaining the consistently changing market for mainstream corporations. In 2020, the launch of Mamma Chia Organic Chiamilk made from nutrient-rich chia seeds was announced by Mamma Chia. This is the first to market a chia beverage company and a category innovator. It will be available in two variants of 28 oz. bottles, in Unsweetened Original and Unsweetened Vanilla. Again, in the same year, a pioneer in the plant-based milk segment six new organic products and flavors were launched by the Forager Project, which is inclusive of but not limited to Forager Project® Organic Oatmilk, Forager Project® Organic Grain-free Os Cereal made using a blend of cassava flour and navy beans. These are available at Whole Foods Market stores nationwide.

Prospects and trends

Thus, it can be insinuated with a modicum of certitude that the consumption of bovine milk which arose from the byproduct of animal domestication albeit a necessity ion certain developing economies as well as for cetin communities who are restricted plant-based diets to balance their nutritional intake, the growing popularity of vegan eating habits have led to the expansion of plant-based milk products bother fueled by the start-ups and the legacy of food and beverage companies. In this market which is chiefly slated to remain unsaturated, the prospects of rice milk products are robust. However, with initiatives like that made by Prolupin GmbH which has been marketing a range of purely herbal alternatives to dairy products in Germany and Austria under the umbrella brand MADE WITH LUVE, in February 2019, announced that it was in the process of deriving milk from sweet lupin beans because of the similarity of lupine protein with that of milk protein. It is also because this source is adapted to domestic environmental conditions and as the prospects of contributing to sustainable agriculture.

Knowledge Sourcing Intelligence is a market research and consulting firm based out of India. Steered by some of the industry experts, the company provides syndicated reports, custom research, and consulting services.